Teresa Ovalle

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Strategic Plan for Madison Chamber of Commerce_Final Project

Ovalle_FinalStratPlan_Track_AddObjectives
The final project for this class was to create a complete strategic plan for the Madison Chamber of Commerce.  The plan should include all of the elements below.

  • A brief descriptive background of the client organization (history, purpose, mission).
  • PEST analysis
  •   SWOT analysis
  •   A description of the client organization’s target publics (both internal and external).
  •   A succinct problem (or opportunity) statement regarding the client’s key issue(s).
  •   A description of the client’s goals for the campaign.
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    Blog #4 – Evaluation

    Objective: Write an original blog post on the role of evaluation in the strategic planning process for public relations, communications, or social media.

    Phase Four – The Evaluation

    You may have the greatest strategic plan in the world, but your really won’t know it until you evaluate its outcome. As Sir Winston Churchill said, “However beautiful the strategy, you should occasionally look at the results.” I suggest looking at the results repeatedly from the plan’s implementation to its end, but we’ll get to that in a few minutes.
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    Blog #3 – Strategy

    Objective: Write an original blog post on the role of strategy in the strategic planning process for public relations, communications, or social media.

    According to Michael LeBoeuf, “A satisfied customer is the best business strategy of all.” I have to agree with him. If your organization has repeat customer satisfaction, it’s very likely that your strategy is working well, but how do you build a strategy that enables repeat customers?

    Phase Two

    Welcome to Phase Two of strategic planning. Phase Two is all about strategy. Strategy is about establishing goals and objectives. It’s about formulating proactive or reactive responses to potential issues, and it’s about developing messages.

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    Blog #2 – Planning

    Objective:  Write an original blog post on the role of planning in the strategic planning process for public relations, communications, or social media.

    The Strategic Planning Process

    This quote by Gordon B. Hinckley says it all, “You can’t plow a field simply by turning it over in your mind.” In other words, a successful public relations plan can’t plan itself. You have to put the work into it to get the success from it.

    Ronald D. Smith states in his book “Strategic Planning for Public Relations” that “…effective and creative planning is the heart of all public relations and related activity.” (pg. 1) A good strategic plan takes time to build, but when you use each of the steps below as a guide, your plan is likely to be a success.

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    Blog #1 – Research

    Objective: Write an original blog post on the role of research in the strategic planning process for public relations, communications, or social media.

    Phase One

    “Research is the strategic planner’s foundation of every effective campaign for public relations and marketing communication.” (Smith, pg. 19) Research is where a good strategic plans begin.

    Phase One of the planning process is formative research. Formative research is the data on which you build your communication program. (pg. 19) Formative research includes analyzing the situation, organization, and the publics. To do this, you will use both strategic research and tactical research.

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    Weekly Reflection – Analyzing Publics

    We were required to write a 500 word reflection each week, demonstrating that we read and understood the material.  The reflections also prompt conversation between the students.  This post was a favorite.

    “First, the planner needs to address the right group of people, so as not to squander organizational resources or miss opportunities to interact with important publics. Second, the planner must carefully examine each public in order to develop a strategy to communicate effectively.” (Smith, p. 57)

    Smith gives a simple analogy of what a public is, “A public is like your family. You don’t pick them; they just are…” (p. 57) Like some family members, I’m certain there are some publics we’d rather not deal with, but knowing what each public brings to the table and why they are interested in the organization helps the planner understand how to deal with them in a way that they, the public, understand. Knowing how to deal with Cousin Ezekiel and crazy Aunt Bertie in a way that benefits them and the family (company) is a key component to a good strategic plan.
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